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SampleThree briefs · three weeks

What a Monday brief actually reads like.

These aren't real customer briefs. The product is in private beta. They're briefs the engine generated against three realistic SaaS weeks so you can see the shape of what lands in your inbox.

Your brief will be specific to your Stripe data, channels, and pricing. Voice stays the same across all three — direct, grounded in numbers, ends with one thing to do.

Trenithbrief@trenith.comExample · good week

Best week of the quarter. Here's what not to break.

You had your best week. Three things drove it, two were lucky. Don't confuse them for strategy.

What worked, in order

  • A changelog post titled "Export now works in Notion" drove 14 signups in 48 hours. That was the #1 channel this week.
  • Product Hunt wasn't the win it looked like: 8 signups, 2 converted. High-bounce crowd.
  • Word of mouth from one power user: 4 signups, 4 converted, all annual. Best cohort of the quarter.

Don't touch these this week

  • The "try before you buy" flow converts at 42%. Industry average is 18%. Leave it alone.
  • The pricing page. It's working. Resist the A/B test urge.
  • The changelog cadence. Six weeks of one post each. That's the engine.

One small thing that will bite later

  • Trial-to-paid is 42% in week 1, drops to 9% after week 2.
  • Users who don't convert by day 7 never convert. The trial is 14 days, so the last week is a free mailing list.
  • Shorten the trial to 10 days, or send a day-6 email that functions as the close.
Net MRR · this week+$612↑ 24.8%
Trenithbrief@trenith.comExample · bad week

Rough week. Here's what to do with it.

Down $340 MRR. Looks worse than it is. Most of the damage is 2 customers, not a pattern. One structural issue, two coincidences.

Where the real leak is

  • The $199 plan lost 2 of its 7 subscribers this week. That's 29% churn on the highest tier.
  • Both cited "not enough usage." Both averaged fewer than 3 sessions/wk for a month before cancelling.
  • Pricing-to-value mismatch. $199 is too rich for how these users actually use the product.

What wasn't the problem (feel free to relax)

  • Monthly churn excluding those two: 2.1%. Best of the year.
  • Trial conversions: up 6% WoW. The pipeline is healthy.
  • Onboarding is working. Day-1 retention ticked up for the fourth week in a row.

One thing to do this week

  • Interview both churned customers. Offer $50 for 20 minutes.
  • They'll tell you if the $199 plan needs to die or needs different features.
  • Don't build anything until you hear them. Don't discount. Don't panic-email the remaining 5.
Net MRR · this week−$340↓ 12.4%
Trenithbrief@trenith.comExample · viral week

Viral moment hit. 31 signups in 12 hours. Here's the real picture.

HN front page had the cost you'd expect: signup surge, conversion cliff, six days of unplanned support. Two of the signups are the real story.

The story under the spike

  • 31 signups → 4 converted → 2 on annual. That's a 6.5% conversion rate (vs. the usual 22%).
  • HN traffic converts badly. Always has. Nothing is broken.
  • The 2 annual signups are engineering managers at mid-market companies. Those are the real customers. Worth a personal follow-up.

What the spike cost you

  • 17 of the 31 signups churned within 72 hours. Cost to sender reputation: small but measurable.
  • The support inbox has 48 unread. 40 are duplicates about the same bug (which should get fixed).
  • Three "partnership" emails are consultants, not partners. Safe to ignore.

This week: write the post you didn't plan

  • "What we learned from 72 hours on HN": lessons, the bug you found, the fix.
  • That post will outperform the HN one over 6 months and compound for a year.
  • Reply to the 2 annual signups personally. Offer a 20-minute call. That's where the quarter's MRR hides.
Net MRR · this week+$148↑ 7.2%
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